As an emerging marketing tool of e-commerce platforms, digital content marketing (DCM) has been favored by many retailers. It is unclear how e-retailers combine DCM with traditional marketing tools (e.g., price promotion and display advertising) to improve their sales performance. This paper builds a research model from the integrated marketing perspective to explore this question. With a panel dataset of 36 women's clothing stores on Taobao platform, this study combined machine learning with economic model to test the research model. The empirical results show that the information richness of e-retailers’ DCM positively influence their sales performance. More interesting, the interaction between DCM information richness and price promotion negatively impacts the sales performance of high-reputation e-retailers, while the interaction between DCM information richness and display advertising positively impacts the sales performance of high-reputation e-retailers. Finally, the theoretical and practical implications are discussed.
Cui, Zhiqin; Wang, Fei; Wang, Ying; and Zhao, Jing, "How Digital Content Marketing of E-commerce Retailers Influence Their Sales Performance? An Empirical Study from the Integrated Marketing Perspective" (2022). WHICEB 2022 Proceedings. 41.